The Kings will announce today they will introduce variable pricing when individual game tickets go on sale Oct. 2.

That means ticket prices will be market-driven. So games likely to be in high demand – the Los Angeles Lakers and Miami Heat – will be priced higher than games not so high in demand – the Los Angeles Clippers or New Jersey Nets.

The Kings sought out consumers’ opinions on how to bring them back to Arco, and variable pricing is the latest response to fans’ concerns.